Made in Florence and shipped to homes throughout the U.S., the Linea Mini packaging needed to be durable and make a statement.

We approached this packaging in two phases. First we explored concepts for form factors that would be durable enough to ship across oceans, disassemble for bench testing and repackage the same box for final shipment to the customer with an a-ha moment included.

We also explored ideas that allowed the Linea Mini packaging system to be versatile enough to use for all La Marzocco espresso machines and shipped to their commercial partners. We took the extra step of considering how the box might be repurposed for merchandising.

The chosen concept focused on a “box within a box” execution. This supplied an outer shell for protection and inner shell for brand showcase. It also made it easier to unload the machines (good for tender backs). And the bold pop of red greets customers with a happy “Hey there!” as they unbox their new baby.